ActiveCampaign vs X2CRM: Complete Comparison (2026)
An in-depth comparison of ActiveCampaign and X2CRM to help you choose the right tool for your business.
Last updated: November 2026
ActiveCampaign
6.5/10
Marketing automation platform with email, SMS and WhatsApp campaigns plus optional deal-pipeline CRM add-ons, aimed at small and mid-sized businesses.
X2CRM
5.3/10
X2CRM is an open-source-rooted, highly customizable CRM from X2Engine covering sales, marketing automation, and customer service for small and mid-sized businesses.
Feature-by-Feature Comparison
| Feature | | |
|---|---|---|
| Scores | ||
| Overall Rating | 6.5/10 | 5.3/10 |
| Customization | 7/10 | 8/10 |
| Analytics | 6/10 | 6/10 |
| Integration | 8/10 | 4/10 |
| Support | 6/10 | 4/10 |
| Ease of Use | 6/10 | 4/10 |
| Security | 7/10 | 5/10 |
| Cost | 5/10 | 6/10 |
| Scalability | 7/10 | 5/10 |
| Pricing | ||
| Free plan | No | No |
| Cheapest paid plan | Contact for pricing | $65/user/mo X2CRM (all modules) |
| Estimated cost for 10 users | Contact for pricing | $650/mo X2CRM (all modules) |
| Features | ||
| Contact Management | ||
| Integrations | ||
| Lead Management | ||
| Marketing Automation | ||
| Mobile Access | ||
| Opportunity Management | ||
| Reporting & Analytics | ||
| Sales Automation | ||
| Collaboration | Not listed | |
| Customer Support Management | Not listed | |
ActiveCampaign vs X2CRM cost by team size
| Team size | ActiveCampaign | X2CRM |
|---|---|---|
| 1 user | Contact for pricing | $65/moX2CRM (all modules) |
| 5 users | Contact for pricing | $325/moX2CRM (all modules) |
| 10 users | Contact for pricing | $650/moX2CRM (all modules) |
| 25 users | Contact for pricing | $1,625/moX2CRM (all modules) |
| 50 users | Contact for pricing | $3,250/moX2CRM (all modules) |
The plan that fits each team size, billed monthly, before add-ons and usage charges. Each cost opens that tool's pricing calculator for the team size.
Which One Should You Choose?
Why choose ActiveCampaign
- Higher Integration score (8/10 vs 4/10)
- Higher Support score (6/10 vs 4/10)
- Better fit for freelancers (6/10 vs 3/10)
- Better fit for marketing teams (9/10 vs 7/10)
Why choose X2CRM
- Higher Customization score (8/10 vs 7/10)
- Higher Cost score (6/10 vs 5/10)
- Better fit for sales teams (7/10 vs 5/10)
Pros & Cons
ActiveCampaign
Pros
- Every plan, including Starter, has multi-step automation and AI campaign builders, so small teams can run nurture sequences cheaply.
- Pro adds predictive sending, conditional content and attribution tracking at a list price of about 79 USD a month for 1,000 contacts on annual billing.
- Enterprise covers compliance-heavy buyers with SSO, HIPAA support, custom objects and a Salesforce integration.
- Review sites rate it highly, at about 4.4 on G2 from around 14,700 reviews and 4.6 on Capterra.
- iOS and Android apps let users create and manage deals, assign tasks and log calls on the go.
Cons
- Pricing is tied to contact count and rises sharply as lists grow, and there is no permanent free plan.
- Deal pipelines and inbox sales email cost extra through CRM add-ons, which adds a lot to the total cost for sales teams.
- Starter allows only 5 actions per automation and 1 user, and it has no landing pages.
- Reviewers often mention a steep learning curve and slow support on lower tiers.
- Reporting customisation is limited, and deals cannot be exported without the API.
X2CRM
Pros
- One per-user price of $65 a month includes every module, so there are no feature-gated tiers.
- X2Studio and X2Flow allow deep customization, including custom modules and drag-and-drop workflows.
- Marketing automation is built in, with drip campaigns, landing pages, and web visitor tracking.
- Support case management and DocSign e-signature are included alongside sales tools.
- Open-source roots and past on-premise or private cloud options give control over hosting.
Cons
- Reviewers describe customer support as slow and limited.
- Third-party integrations are fewer than on major CRMs.
- There is a steep learning curve for teams new to CRM.
- A mandatory implementation fee is charged, and the amount is not published.
- Very few public user reviews and a small community limit peer help.
Not sold on either?
Frequently Asked Questions
ActiveCampaign scores higher on our CRM criteria: 6.5/10 against 5.3/10 for X2CRM. The largest gap is in Integration: 8/10 for ActiveCampaign and 4/10 for X2CRM.
No, neither ActiveCampaign nor X2CRM lists a free plan.
ActiveCampaign is the better fit for freelancers: we rate it 6/10 for them, against 3/10 for X2CRM.
